Describe the challenges and key objectives
We needed to create an elegant, professional, premium Web experience, that presented video content in a new way and allowed users to curate their own experience, without affecting playability or user experience. This needed to work, look cool, and be as premium as everything else done by HBO.

Describe the brief from the client
HBO has a long history of programming that is deeper, richer and more unexpected than any other network’s. They needed an online experience that reflected their unique brand of storytelling, spoke to fans and nonfans alike, and cemented their position as leaders in creative storytelling, while encouraging people to connect deeper with the brand.

Describe how you arrived at the final design
We let the concept lead the design, with the "It’s more than you imagined" theme of the project being the driving force. Using the brand colours and themes, we created a universe of video that represented the broad possibility of stories and imagination, and created an aesthetically pleasing way to explore and navigate the content. In this way, viewers could watch what they wanted, with each click moving them through the content (and unlocking more and more constellations of content).

Give some indication of how successful the outcome was in the market
The Cube appeared in three major cities. Thousands of people turned out for all three Cube events, and hundreds of thousands of unique visitors to the campaign website—with 70% of users recommending it to friends. Subscriber and nonsubscriber impressions of HBO as “innovator” rose over 30 percent. The effort has been well received by the press and intelligentsia: The New York Times said that the Imagine campaign set a new bar in interactive fiction, the campaign has been recognised by the Webby Awards, FW and SXSW and was included in a media retrospective held by the Paley Center for Media.